Our approach to attribution modelling
We live in a world where customers are exposed to multiple touchpoints (often referred to as omnichannel) that influence their decision to buy or engage with a brand. As attribution modellers, we help to determine the impact of every touchpoint and the role it plays in the bringing the consumer closer to making a purchase.
Through the development of an attribution model, you not only get to understand the impact of different media but also how economic, competitive, and other factors such as pricing and promotion impact on consumer behaviour. The model has various operational and strategic implications and guides business and marketing planning at all levels.
We are different to others as we have an attribution modelling team which not only excels at model development but also understands the media landscape (whether it’s search, TV, radio, direct marketing, or outdoor) as they come from a marketing background. We are also tool agnostic and can deploy attribution models on any tool, like Adobe, Google Analytics, SAS, R and other machine learning tools.